The brand that took care of your throat now takes care of your voice — a record label built to launch emerging artists on TikTok.
Connect a functional heritage brand with Gen Z on TikTok.
How the case was engineered
Section A–A′ / 06 phasesKnown by everyone. Owned by their parents.
Throat pastilles in 2023: mature, low-interest, purely functional — a pharmacy purchase driven by need, skewed to older consumers. Juanola had a century of history and enormous recognition, locked in one territory: the one that takes care of your throat. To Gen Z, a remedy from their parents' cabinet.
A functional brand has nothing to say on a cultural platform.
TikTok runs on culture, creativity and entertainment. Gen Z doesn't want to hear about sore throat relief, and spots a legacy brand faking youth in seconds. Juanola had no cultural role in young people's lives — and couldn't earn one by talking about what it does.
Everyone can publish. Almost nobody gets launched.
A whole wave of emerging artists were using TikTok to try to break through — posting, singing, hoping to be found. Almost none made it. So much raw talent and desire to be heard, and so few real doorways into the music industry.
The throat becomes the voice.
Juanola had always taken care of your throat. What emerging artists needed was someone to take care of their voice. The product truth sits one metaphor away from the thing young creators most want protected — and a functional benefit turns into an emotional purpose.
The brand that took care of your throat now takes care of your voice.
We created Juanola Records — a real record label with one mission: launching emerging artists on TikTok. Instead of advertising to Gen Z, the brand did something for the culture it wanted to join.
We didn't run a campaign. We signed an artist.
An open casting call for emerging talent, with the band Marlon as coaches. Then a talent show built around the winner — real industry advice, a wide audience, and their first official music video created and released. A functional brand moved to an emotional plane.